University of Isfahan New Marketing Research Journal 2228-7744 10 1 2020 03 20 Factors Influencing Consumers’ Behavior Change about National Product with Social Marketing Approach (Case: Iran’s Men Clothing Industry) Factors Influencing Consumers’ Behavior Change about National Product with Social Marketing Approach (Case: Iran’s Men Clothing Industry) 39 62 24618 10.22108/nmrj.2020.118404.1825 FA Nader Jafari Haftkhani Assistant Professor of Islamic Studies and Business Management Department, Imam Sadiq University Hassanali Mohseni PhD student of Business Administration at Tehran University Journal Article 2019 10 21 Paying attention to national production is one of the fundamental principles of global trade, which has always been the concern of the government, and has been emphasized in our country in recent years in the field of resistance economy policies (2013) and the naming of years (2012, 2016, 2017, and 2018). The domestic clothing industry, as one of the oldest and top priority industries in the country, has faced many problems in competing with foreign products in recent decades and, as a result, has been less popular among domestic consumers. This research aimed to identify factors that influence the behavior of consumers towards domestic clothing and sought to provide a set of strategies based on the social marketing approach to change the behavior of consumers towards domestic clothing. The qualitative data of this research were collected from a total of about 500 interviews, round tables, and notes related to research questions- collected in three specialized journals of this field. By the purposeful categorization, 67 samples were selected and analyzed. To analyze the qualitative data of this research, the technique of thematic analysis was used. In the analysis process, about 320 basic themes, 46 organizing themes and, finally, 6 comprehensive themes were mapped, and then a network of themes related to research questions was drawn up. According to the findings of this research, in relation to the factors affecting consumer behavior change, six factors of ‘competitiveness of the clothing industry, factors related to culture and consumer attitude, governance factors, economic factors, the scientific background and the role of universities, as well as factors related to partnerships with foreign manufacturers and top companies’ were identified. Also, at the end, the final research model was drawn with an emphasis on the role of each actor in the domestic clothing industry. Paying attention to national production is one of the fundamental principles of global trade, which has always been the concern of the government, and has been emphasized in our country in recent years in the field of resistance economy policies (2013) and the naming of years (2012, 2016, 2017, and 2018). The domestic clothing industry, as one of the oldest and top priority industries in the country, has faced many problems in competing with foreign products in recent decades and, as a result, has been less popular among domestic consumers. This research aimed to identify factors that influence the behavior of consumers towards domestic clothing and sought to provide a set of strategies based on the social marketing approach to change the behavior of consumers towards domestic clothing. The qualitative data of this research were collected from a total of about 500 interviews, round tables, and notes related to research questions- collected in three specialized journals of this field. By the purposeful categorization, 67 samples were selected and analyzed. To analyze the qualitative data of this research, the technique of thematic analysis was used. In the analysis process, about 320 basic themes, 46 organizing themes and, finally, 6 comprehensive themes were mapped, and then a network of themes related to research questions was drawn up. According to the findings of this research, in relation to the factors affecting consumer behavior change, six factors of ‘competitiveness of the clothing industry, factors related to culture and consumer attitude, governance factors, economic factors, the scientific background and the role of universities, as well as factors related to partnerships with foreign manufacturers and top companies’ were identified. Also, at the end, the final research model was drawn with an emphasis on the role of each actor in the domestic clothing industry. https://nmrj.ui.ac.ir/article_24618_b59e9901372a1043ecb98a8c40426920.pdf